Los think tanks en España. Análisis de sus estrategias de comunicación digitales

Antonio Castillo-Esparcia; Elizabet Castillero-Ostio; Ana Castillo-Díaz

doi:10.4185/RLCS-2020-1457

Authors

Antonio Castillo-Esparcia University of Malaga https://orcid.org/0000-0002-9751-8628
Elizabet Castillero-Ostio University of Malaga https://orcid.org/0000-0002-0546-7262
Ana Castillo-Díaz University of Malaga https://orcid.org/0000-0002-3650-2964

DOI:

https://doi.org/10.4185/RLCS-2020-1457

Keywords:

think tanks; institutional relations; advocacy tanks; strategic communication; digital communication

Abstract

Introduction: This work focus on the study of how spanish think tanks use digital media to spread their activity and transmit their ideas. Methodology: Through content analysis, we analyze what types of communication tools are used in the digital spaces that are officially implemented (web sites and social media), as well as the use of these tools as unidirectional or bidirectional channels. Results: It shows that the unidirectional focus on dissemination of these organizations identities, closely linked to educative activities. Among the bidirectional, social media become relevant, and are used to generate engagement with its stakeholders. Discussion and Conclusions: Think tanks use digital communication as a strategy to disseminate their activities. This fact enhance the prospective of advocacy and a pretension to participate in the topics of public discussion with proposals on its framings (Bürger, 2015, Misztal, 2012).

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Author Biographies

Antonio Castillo-Esparcia, University of Malaga

Coordinator of the Official Master's Degree “Strategic Management and Innovation in Communication”, he is a Ph.D. and Graduate from the Autonomous University of Barcelona. Author of more than 150 national and international publications on public relations, strategic communication, lobbies, and think tanks. Co-director of the R&D Project “Lobby and communication”. Visiting professor at European and American universities. President of the Association of Researchers in Public Relations.

Elizabet Castillero-Ostio, University of Malaga

Ph.D. in Communication Sciences from the University of Malaga. Degree in Advertising and Public Relations and a Master in Strategic Management and Innovation in Communication. Technician in Organization of Congresses and Events. Her main lines of research revolve around Political and Institutional Communication and the Protocol and Organization of Events, topics on which she has published various articles in scientific journals, book chapters, as well as communications at international conferences.

Ana Castillo-Díaz, University of Malaga

Coordinator of the Degree in Advertising and Public Relations. Between 2004 and 2015, she carried out her teaching and research activities at the University of Extremadura. She has carried out teaching and research stays at various European and American universities. Her main lines of research are related to strategic business and institutional communication. In this field, she has numerous national and international publications.

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